Reduce Cost and Follow Innovation with Responsive Web Design

Marina Astapchik
IT Trends Research Specialist
June 12, 2015

When Google speaks, search marketers should listen. What exactly does that mean? When we see responsive web design with a label "Recommended by Google", why should anyone care? Well, with the share of 67% of the search marketin the U.S. and 90% of the search market in Europe, Google does carry authority, doesn't it? From the technical point of view, the thing is that responsive websites have one URL and the same HTML, regardless of device. It is much easier for users to share, interact, and link to the content on one website and for Google to crawl, index, and organize content. For businesses, there is also the other side of the coin.

Of course, you can be exception to the rule. If you don't depend on your website, have no competitors in a particular sphere, or have an alternative alternative strategy for success, you can ignore the previous warning.

However, for everyone else responsive web design does matter, and they better take this Google standard as a hint. A website is a significant tool of business: it would be a mistake to ignore responsive web design.

5 billion people are estimated to use mobile phones by 2017. Tablet adoption is increasing, too. Perhaps that is why responsive web development can be a relatively small price to pay to reach new customers. If your website does not have mobile responsive web design, you’ll get a rather tiny version of your site and will have to zoom to read text and click on links. Even on a tablet this sounds like quite a bad user experience, doesn't it? According to SEOcial, in a study of 5,388 smartphone and tablet users, 48% complained that websites were not optimized for mobile devices. Customers seem to be fed up with zooming, shrinking, enlarging, resizing, etc. They simply bounce off such websites and go to these companies’ competitors, whose websites are easier to use. After all, doesn’t everyone seek fewer efforts in order to get what they want? Unfortunately, this is what causes some major headaches.

Responsive web development innovation enables website visitors to consume content irrespective of what device they use. In turn, a smooth user experience from responsive web design means higher conversion rates. Responsive web development for mobile devices gracefully adjusts websites to fit on desktops, tablets and smartphones. If responsive web design is found lacking, logically, users cannot convert into customers. Research shows that 69% of tablet users shopped on their device within the last 30 days because this innovation lets busy professionals as well as students access your website to consume your services.

Therefore, mobile responsive web design matters for your marketing policy. It goes without saying that due to responsive web design you can segment users by mobile devices and get a better outlook of how they interact on a website and what marketing tactics are successful.

The next point is a kind of the problem of the day: namely costs reduction. Responsive web design seems to be a sound solution to it. Wouldn't it be cheaper to operate one website, manage only one SEO campaign rather than run separate ones for each version of a website? Responsive web design for mobile devices will make all the difference.

Besides, SEO engines will direct users to your single website no matter whether they use a desktop or a tablet. This is especially true after April 21, 2015. To be specific, Google announced a "Google algorithm change" regarding mobile devices. Since this day, every website is run through a mobile-friendliness test. Pages that don't pass lose "visibility" on organic searches. Search Engine Journal says that in 2014 the average time spent on a mobile device was two hours. Without visibility for your mobile website, you could be missing out on those views.

Moving on, there is no need to explain what role blogging and social media play today. It is all about leads again! Social media websites are mainly mobile. If a website has no responsive web design for mobile devices, what is the point of sharing content on social media? According to ComScore, 55% of social media consumption is done on mobile devices.

If you haven't already, it is high time to make a switch and follow the innovation in responsive web design for mobile devices. You’ll be rewarded with conversions and new customers.

Elinext Group projects:

Luxury Travel Website Poshberry
EdQuants Educational Portal
Hoople City Blogs and Life Groups
Promo Website for Mobile App Happy End
Hashtag Barometer Website
Website for Startup Projects

Industries and Technology Areas:

Industries: IT

Technology Areas: software development, responsive web design, mobile responsive web design

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